ATM 2024: Use video content to attract Gen Z travellers
Mobile and community-led search platforms have eliminated major barriers to travel that once hindered the pre-booking journey
Dubai: In a captivating session titled “How To Build Influence with Gen Z in Just 30 Seconds” at the Arabian Travel Market (ATM) 2024, held at the Dubai World Trade Centre, industry experts delved deep into the significant impact of concise yet powerful video content on the travel decisions of Generation Z.
In a rapidly evolving landscape where attention spans are fleeting and decisions are made in seconds, the travel industry is undergoing a profound transformation.
As the 31st edition of the Arabian Travel Market draws to a close, industry leaders gather to dissect these revelations and chart a new course for tourism strategies in a digital age.
The expert panel included other notable figures, including Joshua Roche, CEO of Bulla Connect Ltd; Keith Herman, CEO of Trending Travel; and His Excellency Harris Whitbeck, Minister of Tourism Board of Guatemala. Their discussion focused on social media’s pivotal role in influencing Gen Z’s travel decisions and how these platforms can be leveraged to convert interest into tangible tourist engagements.
Insights from TikTok's industry manager
In a dynamic session titled "How To Build Influence with Gen Z in Just 30 Seconds," Marc-Antoine Simon, Industry Manager, Travel and Tourism – MENA, TikTok, shared valuable insights. He emphasized how brief, captivating video clips, often shared on platforms like TikTok, are reshaping travel preferences and influencing destination choices among the younger demographic.
Insight from Guatemala
During the engaging discourse, His Excellency Harris Whitbeck, Minister of the Tourism Board of Guatemala, highlighted successful strategies for attracting Gen Z tourists. He emphasized the importance of aligning destination messaging with the values and interests of this tech-savvy demographic.
Insight from Albania
Tourism in Albania surged following the viral circulation of videos showcasing its natural beauty and attractions. This surge was reflected in increased flight searches to Albania from key markets like the UK and the US, demonstrating the tangible impact of social media-driven travel inspiration.
Research reveals travel decision challenges
Simon’s presentation referenced research commissioned by Exodus Travels in 2023, revealing that only 45% of vacations lived up to travelers' expectations. This underscores the need for travelers to seek out engaging content that accurately portrays destinations and experiences, reducing the risk of disappointment. The panelists emphasized the power of user-generated content in amplifying lesser-known destinations
The Power of user-generated content
The discussion emphasized the pivotal role of mobile-friendly platforms and community-driven search experiences in enhancing the pre-booking journey for modern travelers. By leveraging these platforms, travelers are empowered to discover destinations on their terms, transforming what was once a daunting task into an engaging and immersive experience.
Innovation at Arabian Travel Market 2024
Beyond destination promotion, the discussion explored broader social media trends shaping Gen Z travel decisions. Notably, sustainability emerged as a critical theme, with destinations increasingly adopting eco-friendly initiatives to attract environmentally conscious travelers.
Strategic Partnerships at ATM 2024
Dubai World Trade Centre hosts ATM 2024, in partnership with the Dubai Department of Economy and Tourism, Emirates, IHG Hotels & Resorts, and Al Rais Travel. These collaborations underscore the commitment to revolutionizing the tourism landscape.
As the 31st edition of Arabian Travel Market concludes, insights from sessions like these will drive innovation in tourism strategies. With over 2,300 exhibitors and 41,000 attendees from 165 countries, the event serves as a platform for industry transformation.